CULTURAL ADAPTATION OF PRODUCTS

Catalin Mihail Barbu
Additional contact information
Catalin Mihail Barbu: University of Craiova, Romania

Management and Marketing Journal, 2011, vol. IX, issue 1, 105-110

Abstract: In this paper I discussed the factors that influence the cultural adaptation of products. Globalization determines the companies to operate abroad; therefore the firms sell their products to markets where the consumer patterns might differ from their national market. It is of high importance to be able to understand and to adapt to local consumer habits. The culture has a strong influence on products adaptation in particular, and on international marketing in general. Companies must be able to adapt their products, but, in the same time, to keep the note of originality, so that the global image of brand to gain consistency. Global brands provide a larger advantage regarding the marketing activities and costs. Savy companies are capable to recognize and to use cultural differences in their use.

Keywords: product adaptation; international marketing; cultural factors. (search for similar items in EconPapers)
JEL-codes: M31 (search for similar items in EconPapers)
Date: 2011
References: View complete reference list from CitEc
Citations: View citations in EconPapers (1)

Downloads: (external link)
http://www.mnmk.ro/documents/2011/9_Barbu%20FFF.pdf (application/pdf)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:aio:manmar:v:ix:y:2011:i:1:p:105-110

Access Statistics for this article

Management and Marketing Journal is currently edited by Tudor Nistorescu

More articles in Management and Marketing Journal from University of Craiova, Faculty of Economics and Business Administration Contact information at EDIRC.
Bibliographic data for series maintained by Catalin Barbu ().